A Redesign 75 Years in the Making
After 75 years as a foodservice equipment provider, Fellers needed a rebrand that reflected all that’s changed in three-quarters of a century. Starting life towards the end of World War II, Fellers Fixtures saw an opportunity in reselling restaurant fixtures and equipment. Over the decades, the reseller’s trusted reputation for new and used equipment gave way to full-service back-of-house kitchen planning, design, and outfitting.
With the acquisition by SGC Foodservice, a midwestern regional foodservice distributor, the rebranded Fellers’ is poised to play a vital role with foodservice operators looking for outstanding equipment and innovative ideas on how to make the most of their kitchens.
The Fellers icon is more than an ‘F’ — the shapes form a small vignette of a building, with the rhombus as a roof and the circle and rectangle as the structure. This contemporary and enduring solution is made friendly by “Fellers” typeset in title case and featuring happy ‘Es’ and hooked ‘Ls’ adding a little more warmth to the Fellers brand.
